LET THE LIGHTNING IN; SUNSHINE NET HOLDS AD RIGHTS TO TEAM

The "unique" partnership between the Sunshine Network and
the Lightning is profiled this morning by Gene Yasuda in the
ORLANDO SENTINEL. The cable sports network paid for the rights
to the Lightning's "entire sports portfolio," and provides
Lightning sponsors with "one-stop shopping, by offering a menu of
advertising options, including radio, broadcast TV, cable,
stadium signs and promotions." By having the chance to buy all
Lightning sponsorships from one vendor, advertisers can "lock out
competitors from supporting the team." Such situations are rare,
as most teams already have sold their sponsorship opportunities
to several vendors. Karin Fazzio, coordinator of FL promotions
and event sponsorship for GTE Mobilnet, said "one-stop shopping"
can also save money for advertisers. Fazzio: "When you have
three or four people trying to sell sponsorship properties to
you, odds are they all have their own agenda and you end up
paying more." For the team, the deal "generated instant revenue"
before its inaugural season. Lightning VP Gerry Helper said when
they signed the deal, the team was still new. Helper: "We
didn't have much of a staff, let along the sponsorship sales
force. Sunshine had a better staff that could do a better job."
The deal includes profit-sharing, with a split once sponsorship
sales exceed a certain amount (ORLANDO SENTINEL, 12/7).